Expanding Domestic Clothing Sales: A Revolution In Channel Construction

Since the financial crisis, the garment industry has experienced a new round of shuffling, and the market has also seen many changes. Due to the shrinking and unrest of the international market, the importance of the domestic market has become more prominent.

Many enterprises have changed the practice of placing OEM in the past and joined the development autonomy.

The establishment of a terminal network, a number of internal and external businesses have also expanded the marketing strength of the domestic market.

Businesses are trying to pursue shortcuts, but brand and marketing are by no means a day.

The difference between foreign trade and domestic sales mode.

This is not just the difference between two different markets. In essence, it is the difference between a business model.

Export is only a mode of delivery based on the letter of credit. It focuses on manufacturing, and there is no need for enterprises to bear risks for channels, markets and sales.

Domestic marketing is not as good as its essence is marketing, not just manufacturing.

Since there are big differences between the two modes, the rules of the game are different. If enterprises want to turn from export to domestic sales, they must first update their ideas.

That is to say, under the conditions of respecting the rules of the domestic market, we should avoid the risk of pformation.

Throughout China's domestic market, almost all of them are paid in advance.

The reason why enterprises reply is 100% cash to get goods, is to avoid financial risk, because export processing is letter of credit 100% payment.

In doing domestic sales, enterprises do not change their minds, continue to export ideas and rules, or regard themselves as a Deliverer.

As long as I deliver the goods, you will have to pay the full amount.

There is no concept of brand marketing.

So, let's analyze, why do many domestic enterprises that take account period operations do not generate high financial risk? Is it true that a large group company is not able to bear the cash risk if it does not even have the most basic capital credit?

It's hard to open.

I think this is actually a contest. The strength of the brand is greater or the power of the channel is greater.

In fact, channel power is greater than brand power.

If your trading conditions are not good, the market will be difficult to expand as you wish, let alone a very high share.

Secondly, there are two levels in domestic sales, and wholesale and brand are quite different.

There are many domestic enterprises in the original wholesale business, in the pfer of brand, also need to undergo a great pformation of mode, the two business mechanism, operation method, talent team is very different.

It even includes brand combination, product style, price positioning, market choice and so on.

Therefore, if an export enterprise is directly pformed into a brand chain, it is not a step forward, at least two steps.

There are many enterprises that are strong in wholesale domestic trade, but they may not be able to do well in the brand.

Third, there are four basic channels for the domestic retail market to choose for export-oriented enterprises.

The first is the most traditional wholesale channel, regardless of whether the product has a brand, they can still go to the scattered retail market according to the wholesale channel, and finally to the consumer.

The second is modern chain retail, the third is brand retail chain, a large number of shoes, clothing, leather goods and other brand counters, brand chain stores, street shops are such channels.

The fourth channel is not a physical channel, but a virtual channel, which is what we call e-commerce.

When choosing these four channels, enterprises can choose different channels according to their actual conditions.

I emphasize one thing, even in the first three entities.

No commodity can be "eaten".

To expand their brand to a higher and wider market, and to directly sell the supermarket brand to the large department stores, this shows that enterprises must have a deeper understanding of the different location of the domestic market.